UPDATE: Victoria council waffles on naming rights policy

Possibilities varied, but realistically, few Victoria structures would likely attract sponsorship

Would the name of the City of Victoria be on the table if the price was right?

Coun. Ben Isitt raised the question Thursday to push the boundaries during a debate about a proposed naming-rights policy.

“Would a tree be eligible as a city asset?” he pushed further. “Would the leaves on a tree be eligible?”

Mayor Dean Fortin, however, lost patience with the trajectory.

“I believe you’re being extremely rhetorical,” Fortin cut in.

Moving forward with the draft policy won a majority vote during Thursday’s governance and priorities meeting.

But by Friday, council’s commitment to the idea was doubtful. On that day, council approved the city’s top 16 priorities to guide their three-year term. Naming rights didn’t make the cut.

What that means for the future of the naming-rights policy is yet to be seen.

“That will be a discussion that’s upcoming,” said Coun. Shellie Gudgeon. “We have gone through a democratic exercise in identifying our priorities. To start shifting our minds at this point … it’s interesting.”

If council votes to pursue a naming-rights policy, it will proceed to a full-public consultation before being adopted.

The goal of the consultation would be to gauge support of this revenue-generating idea and help narrow down which city assets should be on the market for naming, if any.

The range of possibilities for corporate naming are wide: fire halls, municipal buildings, community centres.

Realistically, however, the assets likely to attract sponsorship are fewer. On Thursday, city staff identified the conference centre, community centres, the Crystal Pool and “bridges.”

Coun. Pam Madoff wondered how much a corporate naming right is worth to the city. “How are those decisions going to be made?” she asked.

As an example, Madoff pointed to the University of British Columbia, where a corporation must pay one-third of the cost of a building to put its name on it.

Coun. Lisa Helps said that’s the appropriate scale to look at.

“If someone wanted to name the Johnson Street Bridge, they’d have to pay a minimum of $31 million,” she said. “That’s an interesting proposition. I’m very interested in that.”

If it happens, public consultation would likely be held in conjunction with the city’s public budget meetings, scheduled for the fall.

Linking the two discussions would have the advantage of putting potential naming-rights revenue in context of the city’s greater financial picture, said Coun. Marianne Alto, who drafted the first naming-rights policy for discussion at council.

rholmen@vicnews.com

Just Posted

Runners invited to get set for the 40th annual Goodlife Marathon

More than 9,000 runners expected to pack Victoria streets in October

Moose Hide campaign takes message to Canadian schools

Campaign launches new K-12 education platform

Lost wedding ring found on Valentine’s Day

Dan Milbrath’s ring is back where it belongs

Victoria installation for the blind causes problems for those with mobility issues

The truncated domes installed at Blanshard and Fort streets aren’t helpful for everyone

Funds being raised for double-amputee Ecuadorean dancer

North Saanich woman is putting out collection jars if people would like to donate

Trudeau’s principal secretary, Gerald Butts, resigns amid SNC-Lavalin furor

Butts categorically denies the accusation that he or anyone else in the PMO improperly pressured former attorney general Jody Wilson-Raybould

Poverty coalition has high hopes for B.C. poverty reduction strategy

Funding allocation expected to be released with 2019 budget

‘How did we get here?’: B.C. mom of transplant recipient worries about measles outbreaks

Addison, 7, cannot get a live vaccine because she has a heart transplant

Steelhead LNG stops work on Kwispaa LNG project near Bamfield

Huu-ay-aht First Nations ‘deeply disappointed; Steelhead says funding is the problem

NDP Leader Jagmeet Singh calls for public inquiry over SNC-Lavalin questions

Vancouver member of Parliament Jody Wilson-Raybould resigned from cabinet last week

Canadian airlines waiting for guidance from Ottawa over X gender option

Major U.S. airlines said they will change their process so passengers can identify themselves along non-binary lines

‘Violent’ B.C. man wanted on Canada-wide warrant

Prince George man with ties to Vernon sought by police

Homicide police investigate assault turned deadly in Surrey

60-year-old man died at hospital after assault

Deported B.C. man who came to Canada as a baby granted chance at return

Len Van Heest was deported to the Netherlands in 2017

Most Read